DETROIT – Chrysler’s Ram light-truck line has a new advertising campaign for its refreshed ’13 1500 pickup to launch in print, digital and broadcast outlets this week.
Called “Moving Heaven and Earth,” Ram retains its relationship with raspy-voiced actor Sam Elliott, who has starred in commercials for the brand since its inception in 2009. Elliott does the narrations for four 30-second broadcast spots and appears in one of them.
A 60-second commercial with Elliot also will hit the TV airwaves.
Each of the four TV spots highlights key technology Ram will market to consumers: the 1500’s 18/25 mpg (13-9.4 L/100 km) fuel-economy rating, a rotary shifter available in some models; air suspension that lowers and raises the truck depending on terrain; and Uconnect, which allows drivers to connect wirelessly to the Internet.
Speaking to reporters here, Ram President and CEO Fred Diaz says the truck maker is looking to get a jump on ’13 pickup sales by beating its competitors to the punch. Ram 1500s begin arriving at dealerships this month. General Motors’ next-generation light-duty offerings, the GMC Sierra and Chevy Silverardo, are due next summer.
Joined by Chrysler Chief Marketing Officer Olivier Francois, Diaz says consumers are increasingly aware of the Ram brand since it was spun off from Dodge, and the new campaign will maintain that momentum. Chrysler has said the decision to separate Ram pickups from the Dodge brand was because they were among the most-recognized of all Chrysler vehicles.
Diaz says Ram currently has an 18.4% share of the U.S. pickup market in the U.S., including light- and heavy-duty models, up from 16.2% in 2011. Residual values for Ram light-duty trucks are 49% and expected to grow with the ’13 model, he adds.
“Between now and the summer of next year is when we hope to have the freshest and newest trucks on the market,” Diaz says.
The new marketing campaign was conceived by The Richards Group of Dallas and will debut Oct. 12.
